Heart Foundation strengthens brand communication with data-driven brand research

What drives people to choose your brand?

The Heart Foundation is committed to the earlier detection and treatment of cardiovascular diseases. Thanks to the efforts of over 500,000 donors, more than 5,000 volunteers and nearly 50,000 collectors, the foundation received as much as 52 million euros in income in 2018.

Validators supports the Heart Foundation in gaining greater insight into the effects of marketing and communication strategies on organizational objectives, the brand funnel, image values and current behavior. In addition, the effect of the media deployed is closely monitored. Using marketing data science, the ROI of offline media on website visits is determined. The most important results are always up-to-date and available in an online dashboard.

Brand research new style

The Heart Foundation took an innovative approach: in addition to a traditional brand tracker, it used a method based on data science and Byron Sharp's philosophy. Using a customized approach, Validators examines people's drives and motivations for committing to a charity.

The result

Larissa Put (Dutch Heart Foundation): “For a charity like the Dutch Heart Foundation, it’s important to communicate effectively and use our resources as efficiently as possible. That’s why we chose Brand Campaign Tracking with Validators. Their modern and effective approach has provided us with a very clear model in a short amount of time.”

Martin Leeflang (Validators): “The Dutch Heart Foundation posed a clear question: How can we make our communications more effective by leveraging research insights? The result is a forward-thinking, fact-based, and cost-effective Performance Brand Tracker that allows us to ‘fine-tune’ the Dutch Heart Foundation’s communications to improve their results.”

Do you also want insight into what drives your brand and how to make your communication more effective? We would love to think with you.